‘Battleship’ in irons at Friday B.O.

Pic earns just $9 mil at domestic B.O., listing behind 'Avengers'

After relatively smooth sailing abroad, Universal’s “Battleship” has hit some rough water Stateside. Pic earned $9 million at the domestic B.O. Friday and is navigating toward a $25 million opening weekend.

For a film budgeted at a reported $209 million and returning from a $220 million-grossing int’l run, Uni appears to have mitigated the blow, but ripple effects into other sectors for the distributor and its producer Hasbro will be felt. Actioner had a significant P&A spend boasting branded ad partnerships with Coke Zero, Subway, Chevron and others. And low interest will likely harm Hasbro’s work in ancillary markets, including a rerelease of the board game, videogames and apparel.

“Battleship’s” domestic prospects were sunk by worldwide champ Disney and Marvel’s “The Avengers,” which earned $15.3 million Friday, bringing its domestic cume to $417.3 million while its global cume sits safely north of $1 billion. “Avengers” is expected to win its third consecutive weekend with a little over $50 million through Sunday.

Paramount’s “The Dictator” grossed $5.7 million Friday for a cume of $9.8 million since its Wednesday bow. The Sacha Baron Cohen laffer’s audience is currently skewing about two-thirds male, with 56% of auds under 25. Pic is expected to earn something in the low $20 million range in its first five days.

Finally, Lionsgate’s “What to Expect When You’re Expecting” and Warner Bros.’ “Dark Shadows” are within spitting distance for fourth with $3.9 million and $3.8 million respectively Friday. Both are looking at weekend hauls in the modest teens. In seven days, “Dark Shadows” has cumed $42 million.